Portfolio Marketing
Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.
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Insights
Blog
B2B Summit APAC 2024: Transform Your Growth Engine
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
Blog
OK, AI, Buy Me Some Enterprise Software
If your buyers use generative AI to research your product and don’t put you on their shortlist, how would you even know? B2B buyers are rapidly adopting genAI, changing how they shop, so B2B companies need to start preparing for much smarter shoppers.
30+ B2B Trends & Topics In London You Don’t Want To Miss
Join Forrester analysts at B2B Summit EMEA from 7–9 October. Explore new strategy, tech, and process changes to accelerate growth and success.
Blog
Embrace Reinvention To Drive Growth: Five Key Takeaways From Forrester’s B2B Summit North America 2024
Last month’s event set the stage for navigating the frenetic pace of change in B2B and capitalizing on growth opportunities. Read our top five takeaways.
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Four Steps To Creating Collaborative GTM Playbooks
There's no one-size-fits-all playbook design because every organization is unique. Yet there is a process you can follow.
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Disconnected Messaging Breeds Mistrust. How Can You Fix It?
Disconnected messaging reflects a disconnected organization. Learn how bridging silos yields positive outcomes in this B2B Summit North America session overview.
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Five Ways That Generative AI Brings Superpowers To Portfolio Marketers
Portfolio marketers have a broad role, from keeping up to date on market intelligence and developing go-to-market strategies and messages to launching offerings and training sellers. Learn five ways generative AI can help portfolio marketers automate tasks and increase productivity and creativity.
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Announcing Forrester’s B2B Program Of The Year Award Winners For North America
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.
Join Us In Singapore To Supercharge Your B2B Success
Register for B2B Summit APAC, coming to Singapore on October 1. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
Blog
Spring-Cleaning And Assessing B2B Go-To-Market Strategies
This blog post introduces Forrester’s Go-To-Market Maturity Assessment, an assessment that helps B2B leaders assess their go-to-market capabilities by evaluating across four key areas: business context, market strategy, buyer strategy, and engagement strategy.
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Call For Entries: B2B Summit EMEA Awards
EMEA B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results within a single function, we want to hear from you. Learn more about Forrester’s B2B Summit EMEA Awards.
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Younger Generations Are Shaking Up B2B Buying — Are You Prepared?
Millennials and Gen Zers now comprise nearly three-quarters of B2B buyers. To succeed, B2B marketing, sales, and product teams must understand these buyers’ preferences.
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B2B Summit North America 2024: Your Ticket To Turning Disruption Into Growth
Explore the strategies and tools needed to drive customer-obsessed growth at our premier event for B2B marketing, sales, and product teams.
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Call For Entries: Forrester B2B Summit North America Awards
Have a great B2B success story to share? Nominate it for a B2B Return On Integration Honor or Program Of The Year Award! Winners will take the stage at Forrester’s B2B Summit North America.
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The Core Tenets That Set High-Performing Portfolio Marketing Teams Apart
Results from Forrester’s Portfolio Marketing Survey, 2023, reveal that high-performing portfolio marketing teams prioritize strategic activities and take an audience-focused approach to their work. This blog post reveals the top three practices we see high-performing portfolio marketing teams doing differently.
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Build Competitive Messaging With Your Buyers In Mind
Buyers find competitive messaging to be an essential component of the information needed to complete a purchase. To build effective competitive messaging, organizations need a clear view of the differentiators agreed upon by marketing and sales.
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Go-To-Market Strategy: The Three Core Engagement Elements Needed For Successful Execution
This blog post dives into the engagement strategy layer of the Forrester Go-To-Market Architecture framework. This layer details a go-to-market strategy approach that allows portfolio marketers to build the critical deliverables needed to ensure successful execution.
Podcast
Product Experts Gain New Clout Among B2B Buyers
As B2B buyers contend with tighter budgets, they’re looking to an unexpected source to help them make the right purchase decisions: product experts from vendor companies. Vice President and Research Director Amy Hayes discusses this and other findings from Forrester’s new State Of Business Buying report this week on What It Means.
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Go-To-Market Strategy: Three Steps To Connecting Buyer Needs To Ideal Offerings
This blog post dives into the buyer strategy layer of the Forrester Go-To-Market Architecture model. This layer details a go-to-market strategy approach that aligns the needs of a particular buying audience with the best solution that will meet those needs.
Join Us In London To Adapt To B2B Buyer Change
Register for B2B Summit EMEA, coming to London October 7–9. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.
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Go-To-Market Strategy: Three Steps To Intentional Segmentation And Route-To-Market Decisions
A one-size-fits-all go-to-market strategy is nonexistent, but B2B organizations need a methodology in place to support the creation of an audience-focused go-to-market strategy. This blog post dives into the market strategy layer of the Forrester Go-To-Market Architecture, which guides B2B leaders on how to think through the decisions about segmentation and routes to market.
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How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024
Planning season is the perfect time for B2B revenue engine leaders to address common challenges, share functional insights and competencies, and build a customer-obsessed growth strategy.
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Two Generative AI Experiments For Portfolio Marketers Building B2B Messaging
Generative AI has the potential to impact B2B messaging for the better. It can help craft messages based on buyers’ needs, but this requires experimentation and iteration. This blog post highlights two areas where portfolio marketers should explore using generative AI in their messaging process.
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